Advertisers Bring Their A-Game Super Bowl Sunday, But Certain Brands Have The Most Pre-Game Impact

With the average price of a 30-second commercial hovering around $5 million, advertisers have had to become savvy in learning how to capture the attention of all viewers, despite their motives for tuning in on Super Bowl Sunday. As the research shows, viewers will be tuning in for very different reasons. An approximate 58% tune in to watch the big game and cheer on their beloved teams, while 46% watch specifically for the commercials and others tune in just for the halftime show.

Marketing technology company Amobee took a look into how brands and their Super Bowl commercials are impacting viewers during the game by analyzing digital content engagement across more than 600,000 sites across mobile, video, web and social, which is a measure of what people are seeing, reading, interacting and engaging with online. And, the current data shows that certain brands are making the most pre-game impact.

The top-level Super Bowl ad insights, according to Amobee’s findings between January 1-21, show that it’s all about the drinks: four of the top five brands are beverages.

Amobee ranked the advertisers with the most attention online between January 1-21 and here are the top 10 ad-associated brands around the 52nd Super Bowl:
1. Pepsi
2. Bud Light
3. Budweiser
4. Coke
5. Groupon
6. Squarespace
7. Toyota
8. Hyundai
9. Stella Artois

“The early Super Bowl ad leaderboard shows the cumulative effects of investing in the big game. Beverage brands like Pepsi, Coke and Anheuser-Busch have been fixtures of the Super Bowl for years and, even before most of the teasers are unfurled, they’re already top-of-mind around the event for the audience,” says Principal Brand Analyst, Amobee, Jonathan Cohen. “That doesn’t mean that first-time advertisers can’t make an impact around the Super Bowl, just that the audience has a built-up awareness and expectations around the ads from those more veteran participants. For newer advertisers to stand out, augmenting the broadcast buy with a robust digital campaign will likely help level the playing field in terms of awareness.”

Read More at: Forbes

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